Sam Ahmed has been appointed Group Head, Marketing, Asia/Pacific, Middle East and Africa (APMEA), effective October 14, 2013. Based in Singapore, Ahmed is responsible for the management of the region’s marketing teams, and to ensure that the company’s brand positioning is executed effectively. He will also oversee the development of strategies and campaigns for MasterCard’s advertising, sponsorships, promotions, as well as digital and consumer marketing initiatives across APMEA.
Most recently, Ahmed served as Vice President, Marketing & Category, at Starbucks Coffee Asia Pacific. Based in Hong Kong, he was a key member of the Starbucks Asia Pacific Leadership Team, which oversees more than 1,600 stores (wholly owned or country joint ventures) across 14 markets. He was instrumental in restructuring Starbuck’s Asia Pacific digital engagement strategy, which led to a 42% increase in engagement and doubling Starbucks’ Facebook fan base in the region to over 5 million.
Prior to Starbucks, he served on Kraft Foods’ Global Beverage Team as Director of the Beverages Division, Asia Pacific, where he managed the regional beverage executive team and successfully led the growth in both market share and regional sales of various Asia Pacific beverage brands